LP4 Assignment: : Internal Influences on Consumer Behavior The decision-making p
ID: 385408 • Letter: L
Question
LP4 Assignment: : Internal Influences on Consumer Behavior The decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing). Directions: Write a 2-3 page paper describing the internal influences on consumer behavior. Be sure to discuss the process of perception as related to consumer behavior and the relationship of perception to marketing strategy. Also address the impact of emotion in marketing and associate motivation to the consumer decision-making process. Use the APA 6th edition formatting guidelines below. Your paper must follow these APA 6th edition formatting guidelines: Double-spaced 12 point Times (Times New Roman) font 1 inch margins Include a title page and a reference page (title and reference pages will not count in page total) Use at least two scholarly sources, properly cited reference materials Writing is clear and easy to read and uses proper spelling, grammar, and punctuation.
Explanation / Answer
Consumer behaviour help us understand rational behind a certain Purchase Decision. It helps companies identify consumption patterns and relate it to internal and external influences. The processes by which the external and internal factors affecting the purchase decision of A consumer have to be understood comprehensively by marketing professionals by conducting thorough research and surveys.
Internal influences to consumer behavior are primarily the results of ones own lifestyle and thinking process. The internal influences can also be called psychological influencers. Personal thoughts, feelings, attitudes and motivation are some of the aspects of internal influences affecting consumer behaviour. Personal needs and Motives are the strongest internal influencers.
In addition to the internal influences, There are several external influences as well like the culture and household structure of the consumer.
The perception which a consumer has about a brand, product or service affects the Purchase Decision greatly. Perception is generally the process by which a person makes sense of the information which he receives. Companies spend great deal of money on marketing their brand and product to influence the customer perceptions and Foster positive purchase outcomes. Companies showcase a lot of advertisements telling consumers or possible future consumers about the superior quality of their products services and offerings so that the customer would consume them, thereby leading to increase sales for the organisation.
People, according to several research reports rely heavily on emotions in addition to information to make a Purchase Decision for a particular brand. Emotions don't hinder decisions, but they are the foundations on which the decision is made. Happiness, sadness, fear and anger are the main emotions driving any customers perception about a certain Brand. happiness makes us want to share, sadness helps us connect and sympathize, fear a surprise makes us desperate for something to cling to and anger or disgust makes us more stubborn.
Need is the basis of any motivation which inspires us to take an action which will reduce the need. Abraham Maslow gave us the motivation theory which helps us understand the process better. Motives determine the choice criteria for people. A person driven by status will use self image as key reason while making a Purchase Decision for a car. Some people may buy food so to satisfy hunger while others may go to a restaurant to buy food to hang out with friends or family.
Internal factors affecting consumer behavior like motivation are not verbally stated by the consumer and they are difficulties in revealing them in traditional surveys as well. Qualitative and exploration questions are needed to comprehend such factors.
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